Klarra founder Beatrice Tan on her Instagrammable ION Orchard flagship, motherhood and having it all
No, she didn’t expect the queues outside her new boutique on opening day. The unassuming founder and creative director of Singapore fashion label Klarra chats about her latest retail triumph and plans for the future.
During my first visit to popular Singapore brand Klarra’s new and very curvaceous 1,485 sq ft store at basement three of ION Orchard, I spent most of my time taking selfies while trying on three outfits in the changing room.
There were three changing rooms in all, all of which were extremely spacious with natural wood finishing and awash in soft and flattering light. And I imagined my fellow fashionistas in the other two rooms were similarly posing and preening, taking their own sweet time.
When I later learned that on the boutique’s opening day on Jan 19 and over the opening weekend, there were queues of at least half an hour to get into the store, another half an hour’s wait to try on clothes and about 20 minutes more to pay, I couldn’t help but wonder: “Maybe they shouldn’t have made the changing rooms so Instagrammable?”
When I told Klarra founder Beatrice Tan this, she laughed and said the overwhelming support was much appreciated but rather unexpected.
The 35-year-old, an Instagram darling with 79,700 followers who seems to lead a picture-perfect life, said: “We were quite taken aback by the response, and we actually didn't want people to wait. We tried our best to move quickly (to reduce waiting times). I thought we had ample fitting rooms but apparently not!”
Her team worked with an interior designer from overseas, who had also conceptualised stores for Aesop.
She attributed the immense interest to several factors, one of which was the store design. Her team worked with an interior designer from overseas, who had also conceptualised stores for Aesop, to realise her vision of a serene and organic-looking space where one can go to escape from the bustle.
“We wanted something that was a bit mysterious, where from the front of the store, you can’t see everything,” she said. “You’d have to come in and explore the different areas, so there’s a bit of a surprise element, and shoppers get some privacy. When things are too open, the shopping experience isn’t as good, and you don’t feel like trying on clothes.
The result is a flagship boutique replete with curves and earthy hues dubbed “Klarra: Oasis In The City”, the brand’s second store after the one in Raffles City.
There was indeed an oasis within the oasis – a reading space for children at the heart of the store. There, what looks like natural sunlight envelopes kids, husbands and boyfriends waiting for their ladies in a soothing, compliance-inducing glow, so she can get just that bit of extra selfie time in the changing room.
“I guess because of the design, and the fact that in the changing room, you don’t actually hear a lot of noise from outside and don’t feel as rushed, people end up spending more time in the store,” laughed Tan.
Another reason the Klarra flagship has drawn the crowds may be that there are new product lines ensconced within its curvy confines, and the label’s full range is displayed on racks and shelves that sit against its rounded walls, leaving lots of space for customers to browse and move around.
Exclusive to this store is the brand new Klarra Studios Basics line, featuring women’s tees of different silhouettes in five colours, as well as unisex socks and tote bags.
Also exclusive is the debut of kids’ shoes from the Klarra Mini collection, with sizes for little ones from one to seven years of age. There are also ceramics, candles and other lifestyle items.
“The Basics line is not available online or in our other store,” said Tan. “We really wanted people to come in and touch and feel the quality of the fabrics and try on the tees.”
Cultivating her audience and massaging and improving her products over 10 years of heading Klarra, Tan is confident of her brand’s USP and knows how to get customers to keep carting out.
For the quality that we offer, our prices are very reasonable.
“People like that our clothes are unique in that they are classics, but with a twist. We challenge ourselves to take a classic silhouette and be creative with it, but not make it so dramatic that you can only wear it once. I think we’ve managed to nail that so far.”
She added: “For the quality that we offer, our prices are very reasonable [dresses are S$69 to S$149, tops are S$39 to S$79 and bottoms are S$49 to S$109]. The wearability, versatility, creativity and quality of our clothes mean customers get a lot of mileage, so they find the pieces are worth investing in, and keep coming back for more.”
And while she’s been growing her brand, expanding her product lines and opening new stores, Tan has been no less prolific on the personal front. She gave birth to her third child with her Macedonian husband Dean Krstevski, 38, a COO at a fintech company, just six months ago.
Together, they are super hands-on parents to three-and-a-half-year-old Aria, two-year-old Yan and six-month-old Yara, sharing duties from sending them to and picking them up from school, to feeding and bathing them, and putting them to bed. Tan told us their helper doesn't take care of the kids, and only helps with housework.
So where does she find time to have it all, and do it all? “I don't think I have it all!” Tan said. “I don't think I'm successful enough. There's still a lot more to do and learn. If I do look like I have it all, it's because of my great family support and my team.”
“I think one thing I sacrifice is sleep. I can survive on two or three hours of sleep a night. Sometimes I get four or five hours. Eight hours? Never! I’m still breastfeeding and pumping, so that also means less sleep. My husband splits his time between Singapore and Jakarta, so when he’s not here, I’m extra busy with the kids.”
She’s busy, also, with the work, which of course is never done. Now that her flagship store is sorted, Tan has her eyes set on the next milestone, which is launching new lines and new categories of products.
“We hope to explore menswear and more lifestyle offerings in the near future, but we want to take time to really perfect the products.”
Expanding overseas is also on the cards. “It’s definitely something we’re looking at, and I hope for an e-commerce and offline presence in the near future in other markets”.
Looks like resting on her laurels and paying off that sleep debt can wait for this ambitious super mama. She said: “Maybe I'm a bit greedy! I want to spend time with the kids, but I also want to work. My husband is the same.”
“So we cut out a lot of social engagements. Our friends understand – they know we are very hands-on parents. I have very little me time and forget about date nights! I want to give my best for my work and my team. And when I have pockets of time, I spend it with the kids. This is my own way of having it all.”